Don’t Let Hot Leads Slip Away: The Secret to Success Lies in Follow-Up

When it comes to generating new business, many of us tend to prioritize leads who are ready to transact immediately. We focus on finding people who are ready to visit homes or discuss selling their property. However, this approach neglects the majority of prospects who are engaging with us early on but aren’t prepared to act right away. By failing to properly qualify these leads, we often drive them away by pressuring them to make a sale without addressing their needs.

The secret to achieving massive success lies in effective follow-up. It’s about nurturing prospects who aren’t ready to act immediately, building a relationship with them over time, and becoming their go-to choice when they eventually decide to transact. This consistency in follow-up is what separates those who sporadically close deals from those who consistently do so month after month. To ensure your follow-up efforts are effective, here are three key strategies:

1. Maintain regular contact every few days. The frequency of follow-up depends on the quality of the lead. For instance, at Brownell Team, if we identify a prospect looking to take action within the next 90 days, we label them as “hot” and communicate with them at least once a week, often more frequently.

The second type of lead is the “nurture” category, consisting of individuals who plan to act between 90 days and six months from now. These leads should be contacted at least once every two weeks, gradually increasing to weekly communication as you establish rapport. Lastly, there are “watch” leads who are likely to transact within six months to a year. For leads with timelines exceeding a year, they should be categorized differently. 

Treating all leads equally often results in insufficient communication for high-quality leads, causing them to slip through the cracks and find another Realtor or business opportunity. Differentiate your follow-up approach based on lead quality to avoid this pitfall.

“The secret to achieving massive success lies in effective follow-up.”

2. Employ multiple methods of contact. Utilize various channels such as texting, emailing, phone calls, Zoom video conversations, voice drops, and engagement on social media platforms like LinkedIn or Facebook. By diversifying your communication methods, you increase the likelihood of staying in touch without overwhelming the lead with excessive emails, which could lead to unsubscribing or marking your emails as spam.

3. Be consistent. It’s not just about regular touches, but also about avoiding the mistake of giving up too soon when a lead doesn’t show immediate interest or intention to transact. Unfortunately, some agents lose track of these leads, only to find out months later that they made a recent purchase elsewhere. Maintain consistent follow-up throughout the entire lead nurturing process.

On a related note, if you encounter a lead who suddenly stops responding (ghosting), I’m working on a class or white paper that addresses how to reconnect with such leads and bring them back into your business. If you’re interested, let me know, and I’ll send it to you.

Lead conversion is a significant factor in setting ourselves apart from the competition. If you want more tips on how to generate leads or anything else about real estate, call or email me. I’m always happy to help.